McDonald’s South Africa recently dropped the price of the Big Mac Medium Meal to only R39.90. This campaign is about all the random, smart and ridiculous excuses people can use to get their hands on this incredible deal. Because at only R39.90, any excuse is the perfect excuse to get a Big Mac Medium Meal.
Copywriter: Stephanie Larsen | Art Director: Vanessa von Broembsen
RESULTS:
200% increase in UPTs on launch day alone
3.44% Comp GCs (first month of the year to end off on positive GCs)
7.44% Comp Sales
70% Postive Online Sentiment
20.8% Uber Interaction Rate (making it the most engaged channel in South African Uber history)
TV Ad
Translations:
S’khaftin: A lunchbox | Vrrr phaa: A Golf GTI | i’Change ye’load: In South Africa, mini-bus taxis are a main form of public transport. If there are no more seats available in the back, you have to sit in front with the driver and count the change for him. No ones likes to get stuck counting the change.
Tactical Billboards
Various billboards were placed across South Africa. I wrote an excuse for each of them that was tailor-made to the area or the people who live there.
Generic Billboards
Radio Ad: Robot
Radio Ad: Queen B
Township Wall Murals
We got artists to paint wall murals in townships across South Africa.
The excuse below translates to: 'Because it's happening in the hood.'
The excuse below translates to: 'Because it's happening in the hood.'
Daily Sun Wrap
The Daily Sun is the most popular newspaper in South Africa. It's known for its sensationalised headlines – they are always unbelievable and totally over-the-top. So we created a wrap for the Daily Sun that spoke to this insight because literally anything anyone reads in this newspaper can be used as an excuse to get a Big Mac Medium Meal. Because at only R39.90, any excuse will do.
Bus Shelter and Flyer
Press Ads
Uber Screens
When Uber users select the McDonald’s Channel, they are directed to our landing page where they can either select ‘watch me’, which plays our TV ad, or ‘excuse me’, which directs them to our Big Mac Excuse Generator. When they push the ‘excuse me’ button, the generator flips through various excuses and then lands on one that the user can then use to get a Big Mac Medium Meal on the way home.
Confederations Cup Sponsorship: Radio Ad
Confederations Cup Sponsorship: TV Elements
Confederations Cup Sponsorship: Live TV Disruptor
The McDonald’s Deliveryman interrupted various sports presenters, while they were live on-air discussing
the Confederations Cup games. He first handed them a Big Mac Medium Meal and then revealed the excuse
for doing so, followed by our campaign message.
the Confederations Cup games. He first handed them a Big Mac Medium Meal and then revealed the excuse
for doing so, followed by our campaign message.
Digital Billboards
These were displayed on digital billboards. The excuses were tailor made to the time of day people
were viewing our messaging.
were viewing our messaging.
Launch of the R39.90 Deal
Before we launched the campaign, we asked South Africa to give us an excuse to drop the price of the Big Mac Medium Meal. The more excuses we got, the lower the price would fall. After one week and thousands of excuses, the price landed at R39.90. We were only going to offer this lower price on 7 June but so many people asked McDonald's to keep the offer so they have extended it until further notice. Mirum (McDonald's digital agency) were responsible for the digital elements.
TV Ad – Part 2
McDonald's initially intended to run the R39.90 Big Mac deal for only 3 months but since it was so successful, they decided to continue it for longer. We were asked to come up with a TV ad (on a very limited budget) that announced the continuation of the deal. So we decided to adapt our original Big Mac ad and give people the perfect excuse to get a Big Mac Medium Meal – because it's still only R39.90. We also had
to announce that the Spicy Cajun Chicken Medium Meal is now also R39.90.
to announce that the Spicy Cajun Chicken Medium Meal is now also R39.90.
